ABOUT

THE CONTEXT
Globally, 74,000 men are diagnosed with testicular cancer every year. In Ecuador alone, 270 died over the past years. The good news, with early detection, survival rates reach 99%.
THE INSIGHT
There's one place where millions of men worldwide focus their attention on balls: the FIFA World Cup draw. A global ritual.
An untapped opportunity.
THE IDEA
A simple banner that appeared every time someone grabbed a World Cup draw ball, showing just how easy a testicular self-exam really is.
We reimagined a cultural moment to talk about health in a way that feels natural, unavoidable, and unforgettable.
THE HOW
1. Intervention during the FIFA World Cup Draw.
2. Banner visible each time someone touched the balls.
3. Media, influencers, and doctors discussing the action.
4. Media, influencers, and doctors replicating the action to educate.

Credits:
President
Pablo Salazar Guerrero
Manager
Juan Ignacio Gallego
Chief Creative Officer:
André Pedroso
Marco Tapia
Chief Client Officer:
César Centeno
Chief Strategy Officer:
Eduardo Carvajalino
ECD:
José Lizarzaburu
Executives:
Paola Rodríguez
Art Direction:
Melanie Rossenthal
Roberto Echeverría
Andrés Díaz
Planning:
Ximena Quintero
Jean Paul Merizalde
CD: Pablo Cahueñas
Copywriter:
Carlos Joniaux
Sebastián Bonilla
Camila Pardo
Editor:
Roberto Guevara
Beto Luzón
Raul Jaramillo
Productor/a de agencia:
Diana Hungría
Gabriel Narváez
Maggie Rodas
Julieta Kropivca
Agencia de Medios:
RAM